As I work with emerging brands on scaling strategies, I often find growth plans for evolving brands are lost along the way and replaced with heavy execution to “test” what works.
While testing new platforms and messaging is important, evaluating how a brand is evolving on an ongoing basis is as important as a category review. With it, marketing performance and customer experience will improve.
Emerging brands usually establish their positioning and target audience at the start. As initial sales are achieved and new team members are added, it cannot be easy to maintain the brand authenticity as the brand grows over time. The impact shows up in the ability to keep the sales momentum growing.
Brand authenticity predetermines how your employees get inspired to believe in your products. This, in turn, impacts the pace of delivering outstanding experiences with your brand that build loyalty over time.
Brands that consistently align their brand promise and company ethos effortlessly create brand champions, which results in lower costs to acquire customers, increased repeat sales, higher average order values, and improved lifetime value.
For marketing leaders, it’s key to regularly reflect on how their brand is evolving. Customers grow, and brands grow. Just as you need a financial growth plan, you also need a growth plan for your brand.
Excellent customer experience is one of the key ingredients to an outstanding brand in a highly competitive market – it’s how you get loyal customers.
Going out of your way to impress them will give your customers a reason to return for more.
Pro tips for creating emotional connection through excellent customer experience
1. Be Authentic
Create an emotional connection through your brand’s uniqueness. Today’s consumers expect a brand to connect with them in an intuitively human way.
2. Listen and Tell Your Stories
Opportunities to create and share stories exist everywhere. When people know their stories, they bond. The same is true for the people behind the brands.
3. Nurture customer relationships with a consistent conversation
Investing in a customer relationship management (CRM) system can help you automate, organize, and learn from customer engagement for each segment of customers.
A gentle reminder: emotions are the driving force behind most buying decisions. The happier customers leave their experience with you, the more they will return and bring others.
DM me if you want to chat further about easy ways to design a brand growth plan.
